Ad Track: A weekly look at how much consumers like a major advertising campaign compared with other ads rated by this poll - and how effective they think the ads are in helping to sell the product.

Today's ad: Degree

Like the ads a lot

All respondents

10%

Ad Track survey average

21%

Among key target groups

Male respondents

11%

Female respondents

10%

Dislike the ads

All respondents

15%

Ad Track survey average

13%

Think they are very effective

All respondents

9%

Ad Track survey average

20%

Based on a nationwide poll of 2,351 adults who say that they had seen the ads. Poll conducted online June 7-13; sampling error is plus or minus 3 percentage points. Overall average based on 518 ads. For more information about the poll, contact David Krane of Harris Interactive at 212-539-9648 or at dkrane@harrisinteractive.com.Click here for previous Ad Tracks.

NEW YORK  Selling deodorant can be a sticky business, especially if you're a company that sells more than one variety.

Deodorant is a mature business, with sales up just 2.8% to $1.7 billion since 2000, according to market tracker Mintel. So a company with a family of brands is in danger of competing with itself for the same consumer dollar.

Unilever (UN)— which makes and markets Axe, Suave, Dove and Degree deodorants — tries to give each a specific marketing message to compete with rivals from other makers.

Distinct messages, such as an adventure appeal for Degree or sex appeal for Axe, have helped make Unilever the top deodorant marketer. Axe is the top-selling men's brand. Degree, with different formulations and scents for both genders, has moved from No. 7 to No. 3 in the past three years.

"Our deodorant business has gone from a distant No. 3 to No. 1 in the marketplace," says Kevin George, vice president and general manager, Unilever deodorants. "You have to sort out all the brands. All four of our brands have grown double digits in the past four years. Each has a very different take and tone. That's how we've been able to separate the brands."

Degree's message for men is about everyday risk-taking. George says Degree Men users "believe that life without risk is a life not worth living." A Degree Men ad by Lowe London shows "Stunt City" — a place where men drop from helicopters, crash through windows and speed through cities to start their day.

The Degree message for women underscores the acrobatics they must perform to prevent white streaks on their clothing if they use rival brand deodorants. George says Degree for Women users "live life with intensity" — even when it comes to avoiding those white streaks.

In an ad for Degree Women's Ultra Clear, a woman jumps from a balcony and through a black dress being held out one level below.

The Degree Women ad, by Lowe Argentina, features the Degree website address (www.degreedeodorant.com), where more than 800,000 visitors have requested free samples.

Gender differences in deodorant have come a long way since Degree was introduced 15 years ago as a unisex brand. At that time, unisex deodorants made up about 35% of the market. Today, they are just 10%.

Three years ago, Degree started making gender-specific varieties, with different formulations, fragrances and packaging. This year, the men's business is up 23%; the women's is up 7%, George says.

But while Degree sales may be hot, the ads were not, according to consumers surveyed by Ad Track USA TODAY's weekly consumer poll. Of those familiar with the ads, just 10% like the ads "a lot" compared with the Ad Track average of 21%. Only 9% consider the ads "very effective" compared with the average of 20%.

George isn't sweating it. He says the ads have helped Degree achieve a 10% market share in the third quarter.

"You have to differentiate yourself in the marketplace, and some people are not going to like you," he says. "If you're a brand for everybody, you're a brand for nobody."